Shepelwich, Paredes, Bowles, Gentry, Martin
Media Plan OBJECTIVE
BRAND Colgate is launching a new product in the frozen food category. The frozen entrées are being positioned as health focused and time saving meals.
RECOMMENDATIONS
Raise awareness and consideration When they’re most dedicated to watching their weight
STRATEGY CHANNEL
Cable
When they’re looking for convenience Network Radio
Magazines
When they are planning their weekly meals
OOH
FSI/Coupons
Strategies 1. When they are looking for convenience 2. When they are most dedicated to watching their weight 3. When they are planning their weekly meals
TARGET - The Conscious Dieters Demographics Age: 18-24 and 60+ Sex: Skews slightly female Martial Status: Single, Married, Widowed Education: College students/recent grads, and retired
MEDIA
Top DMA’s LA, Dallas, Atlanta Psychographics Often eats frozen dinners Eats a healthy balanced diet Likes to try new products Insights They are diet experts. Their busy lifestyles make it challenging to eat healthy. They are intentional in the way they act and in the way they eat. Media Habits Magazines are their main source of entertainment. They often notice the ads on billboards. They find TV advertising interesting. When in the car, they always listen to the radio. Their two highest media quintiles are Cable TV and magazines.
CHANNEL
CPM IMPRESSIONS SPEND
COMPETITION Category Findings Consumers are looking for coupons both as FSI and online for slimming meals. Competitive Findings Top competitors are (in order): Lean Cuisine, Smart Ones, Healthy Choice and Kashi. Media spend varies between $5 MM and $25 MM in 2009 with magazine and TV dominating the media mix. Even though Colgate’s competitors use a variety of media, they have one media that they focus on and spend most of their media on. The current messaging between the competitors is either focusing on the ingredients or taste.
MAGAZINES Glamour Fitness Better Homes & Garden Time USA Weekend Parade NATIONAL RADIO Clear Channel Radio OOH Los Angeles Dallas Atlanta FSI/COUPONS Valpak Valpak Online
Continuous
Continuous
Continuous
Mix of: Full Page 1/2 Page 4th Cover Seasonal All full color ads (24) total units
Top 40 and A/C formats Daytime/PM Drive :30 spots (4) spots/week 1040 total units
(1) coupon placement/ month 25.2 MM HH/month Online coupons year round
$1.15
$1.78
$6.87
Top (3) DMAs Placed near QSR General market coverage LA/Atlanta: Posters Dallas: Bulletins 161 total units $5.85
3,395MM
3,676MM
272MM
1,254MM
1,780MM
$3,900,000
$6,552,379
$1,872,000
$7,328,480
$4,838,400
Weekday Primetime :30 spots (6) spots/week 1560 total units
SPECS
Media CABLE Fox News Channel Discovery Channel USA Network Lifetime TNT TBS
Flight
Flight
2
January 9 16 23 30
February 6 13 20 27
March 6 13 20 27
April 3 10 17 24
1
May 8 15 22 29
$16.00
High spend in FSI/Coupons due to consumer usage in category.
10,376,643,894
SPEND
$24,491,259
July 3 10 17 24 31
August 7 14 21 28
September 4 11 18 25
Reach, Frequency and GRP Goals Optimum reach is set at 85% acquire and retain new consumers. Optimum frequency is set at seven due to the following factors: High Competition No current share of the market No customer loyalty New product and campaign Medium message complexity Low wearout potential High clutter Compatible environment Thus, our total GRP goal is 595 GRPs.
WHY IT WORKS
TOTAL GROSS IMPRESSIONS June 5 12 19 26
Objective Raise awareness/consideration of Colgate Kitchen Entrees among the Conscious Dieters.
2
October 9 16 23 30
November 6 13 20 27
December 4 11 18 25
Owns 100% share of voice in radio and OOH media channels against top competitors. Uses time saving positioning to differentiate against competitors. Flights cable and magazines during diet conscious months. Presents the brand as an alternative for convenient, less healthy foods. Pushes Colgate Frozen Entrees when meal planning is top of mind. Include the Conscious Dieters’ preferred media in the mix